The stakes are low. As Hadji Chhadua, manager of the Brown Bridge Exxon station in Gainesville, Ga., told ESPN, he sells about eight six-packs of Samuel Adams beer a week. But thanks to a Jan. 23 column by Boston Globe sportswriter Dan Shaughnessy, which Chhadua took exception to, the New England brewery product is off the refrigerated shelves until the conclusion of Super Bowl LI.
Each year, the Super Bowl shines a media light on the unlikeliest of targets. Chhadua’s everyman-stance has quickly gathered attention, with another bar in Atlanta following suit and the aforementioned Globe subsequently covering the topic:
Jim Koch, Boston Beer Co.’s founder, said he understood Chhadua’s position.
“We know what it’s like to be superfans of your hometown football team, so there’s no hard feelings,” he said in a sometimes snarky statement. “This isn’t the first time we’ve been banned before the big game (ahem, four rings), and we hope it won’t be the last. We’ll be toasting our hometown team with Sam Adams alongside New England fans everywhere.”
Meanwhile, here’s just a taste of that Shaughnessy lukewarm take:
This will be like the Larry Bird Celtics winning two of their championships by beating the Houston Rockets instead of the Lakers. It’ll be like the Bruins beating the expansion St. Louis Blues to win the Stanley Cup. It’ll be like the Red Sox beating the Colorado Rockies to win the World Series.
I know this makes us greedy, but it’s real. A Super Bowl vs. the Dallas Cowboys or New York Football Giants or Green Bay Packers would have had so many more layers of story lines and history.
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